An IMC Campaign

By Mhari McGhee

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Situation
SituationSummary
Summary

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Situation
▹ Glossier, launched in 2014, is a cosmetic brand that celebrates individuality
Summary and aims to be inclusive to diverse women of all skin tones, ages, and body
types.
▹ They focus on the natural look by enhancing skin’s natural glow through their
products, creating a dewy look with a sheer finish, rather than covering up
imperfections.
▹ They are known for creating aesthetically pleasing products and an extremely
active social media presence.
▹ The cosmetics industry is extremely competitive and has high brand loyalty.
▹ Clean, sustainable beauty has been massively popular amongst millennials
and Gen-Z because they are willing to spend more money on quality cosmetic
products that are made from organic ingredients and do not test on animals.

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Target
TargetAudience
Audience

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Current Target
Audience Women
▹ Their current target audience is women: millennials (ages
22-37), some college, middle to upper class, and active on
social media.
▸ Love trying new products
▸ Uninterested in traditional beauty trends
▸ Will pay for premium products recommended by
influencers
▸ Value quality, natural products

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 Updated
Target Include Men
Audience ▹ The purpose of this IMC Campaign is to expand Glossier’s
target audience to millenial men: some college, middle to
upper class, active on social media, and care about skin
care or wear makeup.
▸ Trendy and experimental personality
▸ Lives mostly in urban areas and follows many beauty
influencers on instagram
▸ Spends a lot of time online and are very tech savvy
◦ Comfortable buying products online
▸ Wants a skin care routine that takes less than 5
minutes

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Vals ▹ Strivers
▸ Wear their wealth
▸ Fun loving
▸ Desire to better their lives
▹ Innovators
▸ Confident enough to experiment
▸ Are most receptive to new ideas and technologies
▸ Have the widest variety of interests and activities
▹ Achievers
▸ Are peer conscious
▸ Value technology that provides a productivity boost
▸ Believe money is the source of authority

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Convince/That/Because
Convince/That/Because

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Convince That Because

Millennial men Glossier products they deliver

will drastically immediate, visible
improve their skin results that you can
feel.

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Central
CentralCreative
CreativeTheme
Theme

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“Look Good, Feel Great.”

▹ Market Glossier to Men

▹ This campaign will expand
the target audience,
ultimately increasing the
profit for the brand.

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Spider
SpiderChart
Chart

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Advertising Campaign: Sales Promotion:
“Be Proud of the Skin “BOGO Online
You’re in with Glossier” Sale”

“Look Good, Feel Great.”

Public Relations Event:

“Chicago Pop Up Shop”
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Advertising:
Advertising:Magazine
MagazineAd
Ad

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 Be Proud of the Skin
You’re in with Glossier.
✔ Easy-to-use formulas
✔ Ultra Moisturizing Visit Glossier.com to
find out more.
✔ Reduces Redness
✔ Minimizes Pores
✔ Makes complexion
visibly brighter

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Sales
SalesPromotion:
Promotion:BOGO
BOGOOnline
OnlineSale
Sale

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PR
PREvent:
Event:Chicago
ChicagoPop-Up
Pop-UpShop
Shop

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Glossier
GlossierPop-Up
Pop-UpShop
ShopChicago
Chicago

The pop up shop will be located at 1262 N.

Milwaukee Avenue in Wicker Park.

It will be open from 10am-5pm on December

9th through December 13th.

The first 100 people to enter will get a free tote

bag with free skin care products inside.

Come on in to try out our products to see the

difference that Glossier makes!